Objective To examine the nature of media coverage of vitamin D in relation to its role in health and the need for supplements. Design Media content analysis. Setting Print articles from elite newspapers in the UK, the USA and Canada. Participants 294 print newspaper articles appearing over 5 years (2009–2014). Results Newspaper coverage of vitamin D generally supported supplementation. The most common framing of vitamin D in print articles was “adequate vitamin D is necessary for good health.” Articles also framed vitamin D as difficult to obtain from food supply and framed vitamin D deficiency as a widespread concern. In discussions of supplementation, 80% articles suggested supplementation is or may be necessary for the general population, yet almost none of the articles discussed the potential harms of vitamin D supplementation in any detail. Print articles named 40 different health conditions in relationship to vitamin D. The most commonly cited conditions included bone health, cancer and cardiovascular health. Although print articles referred to a wide range of scholarly research on vitamin D with varying degrees of endorsement for supplementation, a general tone of support for vitamin D supplementation in media coverage persisted. Conclusions Newspaper articles conveyed overall support for vitamin D supplementation. News articles linked vitamin D to a wide range of health conditions for which there is no conclusive scientific evidence. Media coverage downplayed the limitations of existing science and overlooked any potential risks associated with supplementation.